Marketing Analyst Job

							Role of Marketing Research
         Chapter 1
     The Task of Marketing Management




                                              Target

                                             Market




Source: Gilbert A. Churchill, Jr. and J. Paul Peter, Marketing: Creating Value for
        Customers, 2nd ed. (Burr Ridge, IL.: Irwin/McGraw Hill, 1998), p. 22.


                                                                                     SLIDE 1-1
The Marketing Environment




    Marketing
      Mix
                              Source:
                       Gilbert A. Churchill, Jr.
                       and J. Paul Peter,
                       Marketing: Creating
                       Value for Customers,
                       2nd ed. (Burr Ridge, IL.:
                       Irwin/McGraw Hill,
                       1998), p. 29.


                              SLIDE 1-2
    Definition of Marketing Research



• Marketing research is the firm’s formal
 communication link with the
 environment.




                                    SLIDE 1-3
    Could marketing research be used to
      investigate the following? How?

•   What is our product’s per unit profit margin?
•   Are there more efficient channels of distribution for
    our products?
•   Which brand name projects the image we want for
    our product?
•   How many suppliers should we purchase from?
•   What kinds of firms use our services?
•   What is the most effective trade promotion
    program?
•   What is our reputation with government regulatory
    agencies?

                                                 SLIDE 1-4
    How might each of these organizations
         use marketing research?

•   An outdoor advertising   •   A steel manufacturer
    firm                     •   The Food and Drug
•   A local bank                 Administration
•   A dairy farm             •   A movie theater
•   An athletic department   •   A university
•   A nature conservation    •   A direct seller of
    group                        cosmetics
•   An alternative rock      •   A hospital
    band


                                               SLIDE 1-5
    Who Does Marketing Research?



• Producers of Products and Services
• Advertising Agencies
• Marketing Research Companies
• Others


                                 SLIDE 1-6
      The World’s 10 Largest Marketing
              Research Firms
                                             Global Research
                              Parent                 Revenues
Organization                  Country       (U.S. $ in millions)
1. VNU NV                     Netherlands            $2,400.0
2. IMS Health Inc.            U.S.                   1, 171.0
3. WPP plc                    U.K.                   1, 006.9
4. Taylor Nelson Sofres plc   U.K.                     813.2
5. Information Resources Inc. U.S.                     555.9
6. GfK Group                  Germany                  479.6
7. NFO Worldgroup Inc.        U.S.                     452.9
8. Ipsos Group SA             France                   429.9
9. NOP World                  U.K.                     324.7
10. Westat Inc.               U.S.                     285.8



                                                           SLIDE 1-7
            Marketing Research Job Titles
                and Responsibilities
Research Director/Vice President of Marketing Research: This is the senior
position in research. The Director is responsible for the entire research program of
the company. Accepts assignments from superiors or from clients, or may, on own
initiative, develop and propose research undertakings to company executives.
Employs personnel and exercises general supervision of the research department.
Presents research findings to clients or to company executives.


Assistant Director of Research: This position usually represents a defined “second in
command,” a senior staff member having responsibilities above those of other staff
members.

Statistician: Duties are usually those of an expert consultant on the theory and
application of statistical techniques to specific research problems. Usually
responsible for experimental design and data processing.




                                                                         SLIDE 1-8
           Marketing Research Job Titles
               and Responsibilities

Senior Analyst: Usually found in larger research departments. Participates
with superior in initial planning of research projects and direct execution of
projects assigned. Operates with minimum supervision. Prepares, or works with
analysts in preparing, questionnaires. Selects research techniques, makes
analyses, and writes final report. Budgetary control over projects and primary
responsibility for meeting time schedules rest with the Senior Analyst.



Analyst: The Analyst usually handles the bulk of the work required for the
execution of research projects, often works under a Senior Analyst. The Analyst
assists in questionnaire preparation, pre-tests them, and makes preliminary
analyses of results. Most of the library research or work with company data is
handled by the Analyst.




                                                                      SLIDE 1-9
          Marketing Research Job Titles
              and Responsibilities
Junior Analyst: Working under rather close supervision, Junior Analysts
handle routine assignments. Editing and coding of questionnaires,
statistical calculations above the clerical level, simpler forms of library
research are among their duties. A large portion of the Junior Analyst’s time
is spent on tasks assigned by superiors.


Librarian: The Librarian builds and maintains a library of reference sources
adequate to the needs of the research department.


Clerical Supervisor: In larger departments, the central handling and
processing of statistical data are the responsibility of one or more Clerical
Supervisors. Duties include work scheduling, and responsibility for accuracy.




                                                                       SLIDE 1-10
          Marketing Research Job Titles
              and Responsibilities
Field Work Director: Usually only larger departments have a Field Work
Director who hires, trains, and supervises field interviewers.



Full-time Interviewer: The Interviewer conducts personal interviews and
works under direct supervision of the Field Work Director. Few companies
employ full-time interviewers.




Tabulating & Clerical Help: The routine, day-to-day work of the
department is performed by these individuals.




                                                                    SLIDE 1-11
     Why Study Marketing Research?

• Some students eventually become
    marketing researchers.
•   Everyone needs to be a smarter
    consumer of marketing research.
•   Every manager needs to understand
    what marketing research CAN and
    CANNOT do.


                                 SLIDE 1-12